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Marketing Chevrolet History to a New Generation

Then is Now: What was old is new again and better than ever

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“Everything old is new again” is a phrase that really fits the world we live in today. I came to this epiphany last Christmas when my daughter Alexis handed me her wish list and at the very top was a Polaroid camera. Yep, the technological marvel that became popular in the ’70s was now considered the “hot new thing” to have. Really? Add in my son Seth’s obsession with Pokemon, an odd cartoon and card game from my youth, and it’s clear that people just love rediscovering yesterday’s forgotten fads and trends.

Polaroid Camera 2/4

So what does this have to do with cars? How about everything. Ford, Mopar, and Chevrolet have been busy helping today’s generation rediscover the heritage of yesterday’s classic muscle. Shaker hoods, Super Bees, BOSS 302s, and COPO Camaros can be bought and longed for just as before. Repackaging “then” and selling it now is huge business both to those that want to relive the past they experienced and also to a new generation that only knew it, maybe, from history books, old magazines, and family stories.

On the Chevrolet side we keep hearing rumors of a new Chevelle (Please God, don’t let them make it like the relaunched Nova debacle) and dealer lots are sprinkled with Z/28, 1LE, SS, and ZL1 Camaros. As mentioned, COPOs—faster than ever—can be ordered and LT1/LT4 engines roar off assembly lines, their names clearly chosen as throwbacks to Chevrolet’s rich heritage. Why? Because everyone loves a winner and all those nameplates are marketing gold that are just as relevant today as they were decades ago. Even in the age of wireless everything and an endless Internet, the rumble of a Chevy V-8 and some retro graphics can still make us nearly giddy with nostalgia. After all, then was pretty damn cool, but now is where we live and I for one am thoroughly enjoying this second golden age of hot rodding.

Pokemon Cards 3/4
Chevrolet Camaro 50th Anniversary 4/4

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